A new study from Linköping University, Sweden, reveals that our political opinions influence our choices of seemingly neutral products, including chocolate. Conducted across four studies, the research highlights how political alignment can shape preferences for products and organizations, even when these choices are irrelevant to politics. The findings show a deeper impact of political distancing than previously understood, with decisions becoming even more polarized under social scrutiny.
Participants demonstrated a consistent tendency to distance themselves from products associated with opposing political ideologies. For example, chocolate brands perceived as favorites of political opponents became significantly less appealing, while those liked by one’s own side did not see a similar increase in popularity. This behavior was further reinforced when participants were aware of being observed, suggesting a strong desire to maintain a self-image aligned with their political affiliations.
The studies also extended beyond chocolate to clothing and charity donations. Participants were less likely to support charities they believed were favored by political opponents, even though pre-study results showed all political groups had similar preferences for the same products and charities.
This phenomenon, described by Arvid Erlandsson, senior associate professor at Linköping University, has broader implications for social cohesion. “From a social perspective, it can unfortunately be rational to distance ourselves from these neutral things, but this contributes to a more polarized society,” he noted. The findings, published in the journal Personality and Social Psychology Bulletin, suggest that understanding this subconscious bias could encourage more thoughtful decision-making.
The research sheds light on how deeply political polarization permeates everyday life, from the chocolate we buy to the causes we support, emphasizing the need for greater awareness of these unconscious biases in a divided world.
